Abstract
Eco Mark is at the turning point of playing the role of “leading eco-conscience action”, the major objective of the program, and which needing the restructuring of its brand. In the process of the analysis using the basic marketing framework “4P” and “4C”, problems of the program were picked up, then relation among the problems from the procurement motive aspect and players of the problem solving in life-cycle process was clarified, and finally, the necessity of co-action of each player was given. Given in the main subject are the problems which Eco Mark program has today. However the development of the action coordinating the “Mid-term Action Plan of Eco Mark” which already being released and the main subject is being left as the future assignment. On the other hand, as one improvement, all kinds of information are now provided from the viewpoint of the receiver, not from the viewpoint of the sender as it used to be, and also, the recent action and status of Eco Mark business are reported to the public.
